Mission Produce Inc. is ready to give consumers the choice to buy avocados that are ready to eat now or ready to eat in 2-3 days with a new ripening and merchandising program.

The “Ready” program is a fun, informative and engaging program for consumers to choose between ripe fruit and fruit to save for later, according to a news release.

“Avocado consumption is growing; however, there is room to strengthen the category,” Ross Wileman, senior vice president of sales and marketing, said in the release. “Retailers are always asking us for new ways to further increase sales and entice shoppers, and ‘Ready’ is it.”

Signs describe avocados at stage 4 ripeness as “Ready for Tonight” and fruit at stage 2 as “Ready in a Couple Days, (2-3 days).”

Traditional retail displays do not merchandise avocados at different stages of ripeness, so Mission’s marketing department created point-of-sale materials to support the program, according to the release.

“We wanted the visuals to be effective and appealing,” Denise Junqueiro, director of marketing, said in the release. “This includes ‘Ready’ signage in various formats of display and education. …  We are confident the (point of sale) material will speak to the consumer.”

The campaign will reduce shrink, expand the avocado category and improve customer satisfaction, according to the release.

“Mission Produce is paving the way for a new, multifaceted avocado ripening and merchandising program, one that is equally exciting for both the avocado handler and consumer,” Wileman said in the release.


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